jamsu

Jamsu is a makeup technique that originated in South Korea. The term comes from the Korean word jam-su (잠수), meaning submersion. In jamsu, after applying foundation and other base makeup, the practitioner briefly submerges the face in a bowl of water to set the makeup and achieve a natural, dewy finish. The method gained popularity through Korean beauty blogs and social media during the 2010s and is sometimes discussed in the context of makeup that lasts under face coverings.

How it is done: After completing skincare and base makeup, a waterproof or long-wearing foundation is typically used. With eyes closed, the face is dipped into a shallow bowl of water for a second or two, then lifted and allowed to drain. Any excess moisture is gently patted away, and the rest of the makeup is finished with powder or additional touches as desired. The result is described as a softer, skin-like appearance with reduced visible powder texture.

Product considerations and limitations: Jamsu tends to work best with formulas designed to be water-resistant. Non-waterproof products can smear or wash away with submersion. It may not be suitable for very dry or sensitive skin, as repeated contact with water can irritate or exaggerate dryness. The technique can alter the look of certain products, so users often tailor it to their skin type and preferred finish.

Variations and reception: Some users dip only parts of the face or use controlled spritzing instead of full submersion. While popular among enthusiasts seeking a natural look, jamsu is not universally embraced and may require experimentation to achieve consistent results.